The Norwegian bank DNB contacted us spring of 2018 to get help on lifting their young brand “DNB Ung” in social media. Their target group, young people of the age between 18-30, responded well to their campaigns but the bank’s concept for younger audiences lacked daily content that could live over time, and hence build loyal followers and engagement.
The young generation in our society is not easy to reach. They are notorious ad-blockers, raised on social media and has an attention span that lasts only a few seconds. Insight shows that young audiences responds well on relevant content, as long as it does not feel forced or too try-hard. They seek people and individuals when they consume content compared to faceless corporation logos. Surveys showed that young Norwegians tend to look at the bank as unpersonal and irrelevant in their daily life, and they would rather trust advice from people they know, people that know them well or people they relate to.
One of the measures in the strategy was therefore to find the “faces of DNB Ung”. The goal was to find two persons that could convey the messages on behalf of DNB Ung, without being the bank itself. In other words, two great story tellers that could make bank, economy and finance content relevant and engaging in social media.
During the summer of 2018, the recruitment campaign kicked-off. The criteria’s in the search was to find young, extroverted people with excellent video production skills and the ability to manage the difficult task of turning “boring” bank content into something fun and engaging! In addition, we wanted people that were not influencers from before – the target group was to recognize them as the faces of DNB Ung, not for their influencer status or personal brand.
The campaign included a total of six videos with organic and paid reach on Instagram, Facebook, YouTube and dnbung.no. The applicants were to send a short video presenting themselves and solving a dedicated task. In this way we were making sure we reached the candidates that ticked all of our KPI’s and could steer clear of those not meeting our criteria.
The campaign gained a total reach of 1,4 million people and we got nearly 50 video applications. Actors, journalists, influencers and photographers were among the applicants.
As a result of the campaign, Morten and Kornelia was recruited. September 2018 they were presented in DNB Ung’s channels as the new ambassadors. Today, they work as a part of DNB Ungs editorial team and post content on Instagram daily.
The target audience responds well on the new content strategy! Within the first three weeks, the number of followers increased with 400 percent, and today more than 20.000 young Norwegians follow DNB Ung on Instagram. The number grows every day, and the engagement rate is skyrocketing. The DNB Ung concept and strategy is continually used as a success story on different communication events in Norway.